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W+K NY’s ‘Departure Roulette’ for Heineken

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Following social experiment at JFK airport, customers are tested on their doorsteps

W+K NY’s ‘Departure Roulette’ for Heineken

After positive boasts online, imagine if someone showed up at your door asking you to spontaneously push a button to take a trip to an unknown destination. Would you play Departure Roulette and go? To find out, Heineken took to the road with "Departure Roulette" - a social experiment that aims to push people outside of their comfort zones, crossing their borders for experiences unknown.


The Departure Roulette Roadshow follows the initial social experiment at JFK that aimed to reward spontaneity and capture the genuine moment of facing an instantaneous decision.  Heineken followed and started conversations with people online who commented that they would press the red button on the old style flight clicker board if given the opportunity.  Heineken arrived at the doorsteps of fans in San Francisco, Los Angeles, and New York, presenting them with the Departure Roulette challenge to push the button and immediately embark on a trip to an unknown place.  

“There is a little bit of this curiosity in all of us, and we believe that Heineken consumers are especially open to adventure and the unknown,” said Belen Pamukoff, Brand Director, Heineken. “At Heineken, we aim to provide opportunities for fans of our premium beer to embrace the thrill of spontaneity, go far beyond their comfort zone and open their world.”

Destinations of "Departure Roulette" challengers included adventurous locations like New Zealand, Spain, Romania, Estonia, Chile or Peru. The inspiration for the social experiment was ‘Voyage’, a Heineken® campaign that took different men from across the world and dropped them in remote global locations with nothing but the most basic of supplies and directions. The result was ‘Dropped’ - a series of episodic adventures following the intrepid explorers on their legendary travel experience. Additional details can be found on the Heineken Dropped YouTube page:

To join in the conversation, follow Heineken @heineken_us, #dropped.


CLIENT                Heineken
PROJECT NAME    Departure Roulette
CONTENT TYPE    Experiential/ Stunt 
CLIENT CONTACT    Belen Pamukoff, Bram Reukers 

Executive Creative Directors    Scott Vitrone, Ian Reichenthal, Mark Bernath, Eric Quennoy
Creative Directors    Erik Norin, Eric Steele
Copywriter    Will Binder
Art Director    Jared White
Executive Producer    Nick Setounski
Assistant Producer    Kristen Johnson
Account Team    Patrick Cahill, Jacqueline Ventura, Sydney Lopes
Social Strategist    Jessica Abercrombie
Project Manager    Rayna Lucier
Community Managers    Mike Vitiello, Rocio Urena
Director of Interactive Production    Brandon Kaplan
Head of Integrated Production    Lora Schulson 
Business Affairs    Sara Jagielski, Lisa Quintela, Quentin Perry
Global Travel Director    Colleen Baker
Lead/Sr. Travel Consultant    Angela Wootan
Sr. Travel Consultant    Joelle Wainwright

Production Company    Legs Media
Director    Dan Levin
Exec Producer     Tom Berendsen
Line Producer    Sara Greco
Post-Production Company    Joint Editorial

Senior Producer    Michelle Carman
Editor    Jon Steffanson
Assistant Editors    Stephen Nelson, Noah Poole, Brian Schimpf
Motion Graphics Director    Yui Uchida
Information Display System Fabricator    Solari Corp.
Design & Build Team    The Guild
Audio Company    The Lodge
Audio Mixer    John Northcraft
Color    Nice Shoes
Colorist    Danny Boccia 
Producer    Melissa Dupre

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Categories: Alcoholic Beverages, Beers, Fri, 27 Sep 2013 08:09:27 GMT